Apple is selling more watches than the entire Swiss watch industry. The calculations are made by the researchers of Strategy Analytics, according to which in 2019 Apple put 30.7 million Apple Watch on the market (+ 36% on an annual basis), against the 2.11 million totaled by the historic and renowned Swiss brands of the watchmaking (-13%).
The overtaking on the Swiss industry - which brings together prestigious names such as Rolex, Longines, Chopard and Tag Heuer, together with cheaper brands such as Omega, Tissot and Swatch - took place last year. In 2018, in fact, the Apple Watch was stopped at 22.5 million units, while Swiss companies totaled 24.2 million deliveries.
"Analog wristwatches remain popular with larger consumers, but young shoppers are turning to smartwatches," analysts note. Some Swiss watches have also entered the smartwatch market, but the results so far have not been striking.
"Traditional Swiss watchmakers, such as Swatch and Tissot, are losing the smartwatch war. Apple Watch offers a better product through more entrenched sales channels and attracts younger consumers," experts say, according to Swiss companies. "The window is closing to impact smartwatches. Time may be running out for Swatch, Tissot, Tag Heuer and others."
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